Base Knowledge
There are no prerequisites to attend this Course.
Teaching Methodologies
Classes will be theoretical and practical, with content exposition and application of concepts based on a Case Study to be worked on by groups of students – the objective is to allow students to build:
– notion of Database as a way of structuring identified data necessary to be collected;
– useful idea between identifying data, handling it and analyzing it to support Marketing functions, such as creating campaigns.
Based on an Excel dataset, they will use a Data Analytics tool (Power BI).
Learning Results
Objectives
- OB1 – Understand the importance of data in marketing.
- OB2 – Be able to describe the main concepts related to Database Marketing.
- OB3 – Learn how to define, collect, analyse, understand and manage customer data in order to communicate more effectively and personally with customers.
- OB4 – Understand and analyze data, with knowledge of the GDPR.
- OB5 – Describe and apply data analysis techniques for Database Marketing, namely, amongst others, being able to segment customers.
- OB6 – Know how to design, plan and test Database Marketing campaigns.
- OB7 – Establish appropriate measures of a Database Marketing campaign.
Competences
- CO1 – knowledge acquisition database management base
- CO2 – use of digital tools in data analysis
- CO3 – application of marketing principles in data analysis
- CO4 – application of the concept of consumer behavior in the use of digital tools
Program
1. Database Marketing Fundamentals
1.1 History of Database Marketing
1.2 Understanding Database Marketing
2. Strategic development of databases for Marketing
2.1 Introduction
2.2 Definition of Internet Marketing
2.3 Internet Marketing Applications
3. Defining customer data requirements
3.1 Concepts
3.2 Data organization
4. Analysis of customer data
4.1 Data identification
4.2 Data modeling
5. Construction of databases
5.1 Concepts
5.2 Modeling Information Objects in a diagram
6. Data Mining and Customer Segmentation
6.1 Definition and techniques
6.2 Applications for customer segmentation
7. Plan and design Marketing tests and Marketing campaigns
8. Marketing Databases and the Internet
8.1 Databases for MK
8.2 Impact of the Internet
Curricular Unit Teachers
Maria Manuela de Sousa FreireInternship(s)
NAO
Bibliography
Fundamental
• Burns, A. C., & Veeck, A. (2020). Marketing research. Pearson.
• Chaffey, D., Ellis-Chadwick, F, Mayer, R., Johnston, K. (2006), Internet Marketing: Strategy, Implementation and Practice, Financial Times/ Prentice Hall; 3th edition.
• De Bock, K.W., Neslin, S.A. (2013), Advanced Database Marketing Hardcover, Kristof Coussement, Gower.
• Drozdenko, R.G., Drake, P.D. (2002), Optimal Database Marketing: Strategy, Development, and Data Mining, SAGE Publications.
• Farris, P.W., Bendle, N.T., Pfeifer, P.E., Reibstein, D.J. (2010), Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Pearson, 2 edition.
• Keegan, W.J., Green, M.C. (2012), Global Marketing Paperback, Prentice Hall; 7 edition.
• Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
• Tapp, A., Whitten, I., Housden, M. (2013), Principles of Direct, Database and Digital Marketing, Pearson, 5 edition.
Complementar
• Blattberg, R. C., Kim, B., Neslin, S. A. (2009), Database Marketing: Analyzing and Managing Customers, Springer.
• Campbell, C., & Ying, Y. (2022). Learning with support vector machines. Springer Nature.
• Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.
• Hallikainen, H., Savimäki, E., & Laukkanen, T. (2020). Fostering B2B sales with customer big data analytics. Industrial Marketing Management, 86, 90-98.
• Hughes, A.M. (2012), Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, McGraw-Hill Professional; 4 edition.
• Kent, R. (2020). Data construction and data analysis for survey research. Bloomsbury Publishing.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
• Ratner, B. (2003), Statistical Modeling and Analysis for Database Marketing: Effective Techniques for Mining Big Data, Chapman & Hall/CRC.